About Audience manager

To provide a comprehensive and consolidated view of your Audiences and make audience management and optimization simpler, you’ll find the following improvements in Google Ads:

  • New audience reporting
    Detailed reporting about audience demographics, segments, and exclusions is now consolidated in one place. Click the Campaigns icon Campaigns Icon and open the “Audiences, keywords and content” tab and click Audiences. You can also easily manage your Audiences from this report page. Learn more About Audience reporting.
  • New terms
    We’re using new terms on your audience report and throughout Google Ads. For example, “audience types” (these include custom, in-market, and affinity) are now referred to as audience segments and “remarketing” is now referred to as “your data”. Learn more about the Updates to Audience terms and phrases.

Audience manager is the home of Audience segments, your data sources, and your data insights. It can help you manage and create new audience segments and sources.

Audiences are groupings of data about your customers such as demographics, interests, search terms used, and life events that you choose to target with your ads. You can create audience segments based on customer data you collected yourself or from other Google surfaces to enhance the effectiveness of your targeting and campaign performance. Audiences can be reused for different campaigns. Learn more about how to Use the Audience builder when creating a campaign.

This article explains the benefits of Audience manager and how it works. For setup instructions, refer to About your data setup.


  • Set up, manage, and monitor your data sources, such as the Google tag, an App analytics provider, or a YouTube channel.
  • Create new segments based on your data sources you've set up.
  • Learn more about the people who make up your data segments, such as their demographics, interests, locations, and devices.

How Audience manager works

To view the "Audience manager", click the Tools icon Tools Icon on the left-side navigation panel, then open Shared Library. On the "Audience manager" page, you'll find: Your data segments, Audiences, Custom segments, Combined segments, Your data insights, Your data sources, and Settings.

Your data sources

Uploading data about your customers and site visitors is a best practice for audience targeting. The Your data sources tab in Audience manager is where you set this up. Based on these data sources you can create segments comprised of your data. You can add the following data sources:

  • Google tag: Collect data from your website to advertise to people who visited your website. You can set up granular user attributes used for personalized creatives.
  • Google Analytics: Import audience segments built in Google Analytics to reach them with Google Ads. You can set up granular user attributes used for personalized creatives.
  • YouTube: Advertise to people who've come across your channel, track what people do after watching video ads, and drive clicks with call-to-action overlays.
  • Google Play: Create segments based on current app users and in-app purchasers.
  • App analytics: Link a third-party app analytics provider (including Firebase) or your own software development kit (SDK) to your account to advertise to people who use your app.
  • Customer data: Upload customer contact information to show ads to your customers while they browse across Google's properties like Google Search, YouTube, or Gmail.
  • Zapier: Connect your existing system, like a CRM, with Google Ads and import your customers to Google. Learn more About using Customer Match with Zapier
  • Ads Data Hub: Safely upload your customer data and join it directly with Google ID and event data. Learn more about Ads Data Hub
Note: If the Audience Manager isn’t loading, it could be due to the Adblock extension installed on your browser. Adblockers block the Audience Manager code. You can verify this from your Console tab in the Developer tools, where it shows “third-party cookie will be blocked”.


Segments is where you create new segments comprised of data based on the data sources you’ve added or Google segments. You can also view any previously created segments. The Audience segments table helps you manage segments by searching, sorting, filtering, applying labels, deleting, and grouping segments. You can also create and manage your segments based on Google-hosted lead form responses.

Your data segments use your data to re-engage people who have previously interacted with your brand or services on mobile or desktop. You can reach past visitors to a website, mobile app, videos, or customers who have given you their contact information.

Custom segments automatically choose the right audience to best fit the needs of your campaign. You can set up a custom segment in your Display, Gmail, Demand Gen, Performance Max, and Video campaigns by adding specific keywords, URLs, and apps related to your product or service.

Combined segments allows you to intersect different segment attributes, such as detailed demographics and affinities, to create “personas” that represent sections of your target segments. You can create any number of personas to represent different types of users that might use your products, services, or website. By creating personas based on your users’ backgrounds, needs, and goals, you can target the right customers at the right time.

Your data insights

Your data insights are designed to help you find new audiences by showing valuable information about your website visitors and app users. It breaks down segments composed of your data by affinity segments, in-market segments, geography, devices, and more. This helps you expand your targeting or adjust your bids to better reach high-performing audiences.

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